Dissertation: Sustainable Marketing Impact on M&S Product Promotion

This dissertation investigates the impact of sustainable marketing on product promotion, focusing on a case study of Marks & Spencer. It defines sustainable marketing as the promotion of environmentally and socially responsible practices, products, and brand values. The research aims to determine the benefits of sustainable marketing strategies, identify their impact on product promotion, and explore specific strategies that Marks & Spencer can adopt. The literature review covers the benefits of sustainable marketing, such as improved brand image, increased productivity, reduced costs, and attracting new customers. It also highlights the importance of sustainability in meeting current customer needs without compromising future generations. The research methodology and findings further analyze the practical application and effectiveness of sustainable marketing initiatives. Desklib provides students access to similar dissertations and study tools.

Dissertation & PHD Thesis
To determine the impact of sustainable
marketing for the promotion of products: A
study of Marks and Spencer
1

Abstract
Sustainability marketing is considering as an effective way to build positive relation with
their customers and also provide them higher quality services as per their needs and wants.
Mainly, sustainability marketing is promotion of environment and socially responsible products
and practices that support company in enhancing their customers base. Along with this,
organizations use sustainable marketing for its particular product and time sensitive cause that
promote company image at competitive market place. the sustainable marketing strategy mainly
involves, CSR activities, Green marketing, implementation of recycling techniques, minimising
wastage, using environmental friendly products and so on, that are effective for the business to
increasing the operations of the business. It aims to improve life quality through promoting
products, services and the ideas which don’t harm the environment. In addition to this,
sustainability is about continuity, adopting behaviour and the practices to ensure that the planet is
inhabitable or the sources are available for the future generations.
2

ACKNOWLEDGEMENT
I express my special thanks to my tutor who gave me an opportunity to conduct a research
on an interesting topic i.e. To determine the impact of sustainable marketing for the promotion of
products”. A study of Marks and Spencer.
Secondary, I express my thanks to my friends and family who provided me appropriate
guidelines and support to complete each activity of the research in given time and successful
manner.
3

Table of Contents
Abstract............................................................................................................................................2
ACKNOWLEDGEMENT...............................................................................................................3
INTRODUCTION...........................................................................................................................5
LITERATURE REVIEW................................................................................................................8
Benefits of sustainable marketing strategies................................................................................8
Impact of sustainable marketing for the promotion of products..................................................9
Strategies which Marks and Spencer can opt for promoting the products in a sustainable
manner.......................................................................................................................................11
RESEARCH METHODOLOGY...................................................................................................13
FINDINGS AND ANALYSIS......................................................................................................17
Discussion..................................................................................................................................32
CONCLUSION AND RECOMMENDATION.............................................................................34
Conclusion.................................................................................................................................34
Recommendation.......................................................................................................................35
REFERENCES..............................................................................................................................37
APPENDIX....................................................................................................................................39
4

INTRODUCTION
Overview of the topic
Sustainable marketing is defined as the promotion of social and environmentally
responsible items, practices, products and brand values. Organisations spend little more than
usual because there are many things that could be sourced locally and 100 percent recyclable,
then they experience sustainable marketing. Businesses could use sustainable marketing for a
particular product, as USP or as time sensitive cause. With the assistance of sustainable
marketing, organisations are making changes in the favour of protecting environment (Lam and
Li, 2019). There are many arguments on the issue of sustainability, especially when it comes to
marketing and business sustainability is big thing. In the recent years, sustainability has great
significance in every kind of organisation be it in any of the settings like social, economic and
environmental development. Sustainability is defined as knowledge to exist constantly. In the
opinion of marketers, sustainability is defined as process of taking business forward without
harming natural resources of the environment (Quoquab, Mohamed Sadom and Mohammad,
2020). They are concerned about using resources to support and endure business for long-term
development and growth.
The concept of sustainable marketing holds great importance that a company must meet
the requirements and needs of their current customers without making compromise in the ability
of future generations for fulfilling their own requirements and needs. In simpler words
sustainable marketing is the kind of marketing that focuses on using services and products that
respect the social and protect the environment aspects around. It is concerned about improving
quality of life by promoting services, ideas and products that do not harm the precious
environment (Lee, Kim and Lee, 2021). With the rise of environmental problems, society has
become more conscious in dealing with problems and issues. When organisations or business
ventures take participation in initiatives such as protecting the environment, they empower their
customers to do the same. Organisations get great brand visibility and more consumers who
stand with the message of protecting the environment. With the concept of sustainable marketing
organisations promote the long-run performance about the system of marketing (Low and et. al.,
2020).
In the present dissertation, investigator is focusing on determining the effect of
sustainable marketing for the promotion of products. The report would clearly express the
5

different benefits by using strategies of sustainable marketing. The sustainable marketing
strategies hold great importance and which is explained in the current dissertation by
investigator.
Research problem
The main problem of the current dissertation is that organisations and businesses are not
much concerned about using sustainable marketing strategies in promoting their products and
services in front of their existing as well as potential customers.
Research aim
Main aim of this dissertation is “To determine the impact of sustainable marketing for the
promotion of products”. A study of Marks and Spencer.
Research objectives
● To determine the benefits of sustainable marketing strategies.
● To identify the impact of sustainable marketing for the promotion of products.
● To identify the strategies which Marks and Spencer can opt for promoting the products in
a sustainable manner.
Research questions
● What are the benefits of sustainable marketing strategies?
● What is the impact of sustainable marketing for the promotion of products?
● What are the strategies which Marks and Spencer can opt for promoting the products in a
sustainable manner?
Background of a company
Marks & Spencer is selected as chosen organisation in the current dissertation. It is a
British multinational retailer that is particularly specialised in selling of home products, food
products and clothing and it must be focused that they sell mostly products on its own label.
Marks & Spencer is a retail industry founded in 1884 by Michael Marks and Thomas Spencer in
Leeds, United Kingdom. The headquarters of the company is located in London, England,
6

United Kingdom. It is the company that provides its services of products worldwide in different
parts of the various countries.
Rationale of the research
The main motive of conducting the present dissertation is to know the importance of
sustainability in the organisation. It provides information about the usage of different sustainable
marketing strategies adopted by companies to protect the environment with fulfilling
requirements and demands of customers in sustainable and systematic manner. The current
dissertation is focused towards getting in-depth information to the reader about the advantages of
sustainable marketing strategies and its impact on promoting products (Gordon, Carrigan and
Hastings, 2011). There are two other significant objectives that are aimed to meet with two
different perspectives. The two kinds of perspectives that would be achieved through conducting
the current dissertation are: personal and professional perspective. With the assistance of current
dissertation, I have learned about the significance of sustainability in the current time where
there is serious need to protect the environment from harmful resources. From the point of view
of professional perspective, I have gained professional knowledge about the sustainable
marketing strategies, that are used by companies to keep their company for the environment. By
conducting this dissertation, I have also learnt that customers are more attracted to buy from
those organisations that take part in the initiative of protecting the environment (Melnyk And et.
al., 2013).
7

LITERATURE REVIEW
For undertaking research activities, literature review plays a crucial role because it provides
comprehensive summary of previous studies on the basis of specified topic and area as well.
Basically, it summarises several articles that provide theoretical understanding about the research
topic. With the assistance of this, researcher can easily analyse all the objectives that contributes
in drawing a valid conclusion at the end of the study (Donohoe, 2012). It includes various
secondary sources including books, journals, articles, newspaper and many more. All these gives
theoretical analysis of research aims and objectives and also develop positive results to make
overall research more reliable and authentic in nature.
Benefits of sustainable marketing strategies
According to Ruhlin (2021), Sustainable marketing is focus on developing as well as
promoting products or services that assist in meeting customers’ needs and wants by utilising
society, human and cultural resources. Basically, sustainability marketing is considering as an
effective way to build positive relation with their customers and also provide them higher quality
services as per their needs and wants. Mainly, sustainability marketing is promotion of
environment and socially responsible products and practices that support company in enhancing
their customers base. In this context, there are some benefits of sustainable marketing strategies:
Improve brand image: This termed as the significance aspect that is effectively be gained
by the business with the execution of sustainable marketing strategy. Therefore, as per the report
analysis of national marketing institute it has been evaluated that around 58 percent of the
American buyers are likely to purchase their products and facilities through the businesses which
are mindful of their influence over the environment or on society. The report evaluation of NMI
it has been found that, these buyers are concern over spending up to 20 percent or more over the
environmentally sound items and services.
Increase productivity and reduce costs: This is also defined as another benefit of
implementing sustainable marketing strategy. However, the increasing sustainable business
practice will help the business in streamline the functions and creating a company more effective
and conserve aspects, decreasing a business’s operational cost (Hasan and Ali, 2015). Therefore,
the sustainable marketing is effective for the business in developing the productivity of the
8

business and reducing the extra cost and this may lead the business towards gaining higher
growth and development.
Minimize Carbon Risk and Improve Energy Efficiency: Businesses are mainly expected
to reduce around 25 percent of their carbon emission through the year of 2020 and around 50
percent to 80 percent through the year of 2050 that will be mandated through state as well as
federal regulations. This will widely influences the availability and the cost of energy. Even as
the environmental laws are threatened, businesses and the corporations vow to regular their
sustainability efforts. However, the WEC energy group mainly announced in the month of may
which it has already reduced its carbon dioxide emission through 26 percent since the year of
2000. The businesses have planned to reduce the carbon emission even further (Kotler, 2012).
Attract new customers: This also termed as the key significance which is effectively
attained by the business with the emergence of sustainable marketing strategy, therefore, in the
modern business era, individual are very much concern over purchasing the product that are
environmental friendly in nature and businesses are also offering products that are implemented
through recycling tools, natural aspects. thus, this will create benefit for the business in
increasing the attraction of the customers at workplace.
On the other hand, Osman and et. al., (2016), there are various benefits of sustainable
marketing strategies for business organisation. These are improved brand image and competitive
advantages, increased productivity and reduce cost, increase business ability to comply with
regulation, attract employees and investors, reduce waste, make shareholders happy etc. These
are main benefits that helps retail industry in improvement of their business performance and
growth (6 Benefits of Becoming a Sustainable Business, 2019). In today’s modern era,
individual are seeking for carrier growth and development, therefore, employees are mainly
concern over work with the business which are proactive with the corporate environmental and
social programs. Through offering the sustainable practices and operations, businesses can
recruit and retain an effective talent pool at workplace, which helps the business in developing
the professional ability of the business and attaining higher growth and development.
Impact of sustainable marketing for the promotion of products
According to the view of Story (2019), sustainable marketing defined as the promotion of
environmental and socially responsible products, practices and brand values. Sustainable
marketing is a sort of marketing which uses products and services which respect he environment
9

and social aspect around. It aims to improve life quality through promoting products, services
and the ideas which don’t harm the environment. In addition to this, sustainability is about
continuity, adopting behaviour and the practices to ensure that the planet is inhabitable or the
sources are available for the future generations. Thus, sustainable marketing is the most suitable
tool to be considered by the business to increasing the operational ability of the business. The
key objective of sustainable marketing is to develop products and services which will join the
global movement of protecting the environment and in this way, it basically motivates their
buyers to do the same. Sustainable marketing has implementing a change in the operations of the
business as individual knows that social and environmental challenges are big and required to be
tackled over a larger time frame than seasonal promotions. The audience within market aware
about the aspect that quick and sudden change is quite hard or impossible, so the businesses tool
initiates to protect the environment and implement aims that targets high scale alteration over a
wider time frame. Furthermore, sustainable marketing also defined as the green marketing where
business is widely focuses over social and environmental investment as an effective marketing
strategy, to develop the operational and functional ability of the business. Business in the modern
era are mainly criticized for waste, price mark-ups and the misleading advertising (Cameron and
et. al., 2016). For stabilise this sort of publicity, more businesses are turning to sustainability
marketing. However, the sustainability marketing is termed as the path to create interrelationship
with buyers while letting them know that they are essential and so are future generation, while it
is a growing area, sustainability marketing is an essential aspect of marketing tool. How many
businesses are there that can alter the business operations (Zeriti and et. al., 2014).
According to the Sheth and Parvatiyar (2021), sustainable marketing has direct positive
impact over the developing brand image of the business as it also helps in protecting the
environment which create value in gaining the attraction of more customers and increasing the
promotional aspect of the business to attain growth and success. Therefore, the sustainable
marketing helps the business to attracting customers with the implementation of the process like
recycling, environmental protection policies and so on to protecting the environment and
increasing the promotion of the business. Sustainable marketing is effective for the business in
promoting the products and services of the business to increasing the operational ability of the
business to attain higher growth and advancement (Peattie, 2012).
10

Strategies which Marks and Spencer can opt for promoting the products in a sustainable manner
According to the view of Sulkowski (2020), sustainability is all about the trend where one
attain the impression which almost each and every business and brand is now advertising
sustainable and fair production even power producers, fast food giants and the mineral oil
businesses responsible for the huge CO2 emission. However, in general term, the aspect simple
greewashing is quickly be seen via and not a tool which promise long term growth (Kotler,
2011). Thus, green marketing and sustainable marketing by contrast, it termed as the art of
credibly marketing the own items as a truly sustainable business. According to the view of
Deighton (2017), Marks and Spencer is embarking over the second stage of its plan A strategy
and this time around its 100 sustainability pledges will be firmly integrated within the brands
master brand technique to actively engage buyers and develop tangible participation opportunity
(Kemper and Ballantine, 2019). the important strategies and ways are defined as below:
Educate the employees and Customers: This is the most effective way which creates
benefit for the business in promoting the products and services. Therefore, suitability is the key
concern of the business and individual within market are also concern over buying products from
the businesses which are implementing environmental safety aspect to contributing in
environmental safety. Businesses needs to provide training to their employees in relation to the
aspect of sustainability and also provide suitable idea of the significance of sustainability as it
create value for the business in increasing the promotion and attaining higher growth and
development.
Promote awareness: This also an effective way to promoting the operations of Marks and
Spencer, therefore, businesses needs to generate awareness in relation to the aspect of sustainable
marketing as it the most recognised way to promoting the operations of the business
(Pozdnyakova and et. al., 2017). As well as increasing awareness will also lead the business to
developing the base of customers and also contributing towards environmental safety and
security.
Use latest or updated technology: This is another and most effective strategy which will
create value for Marks and Spencer in promoting the operational ability of the business.
Therefore, business needs to implement upgraded technologies to increasing the production of
the business and also using the machines and the techniques that are effective in reducing the
carbon emission to protect the environment. This would be effective for the business in
11

developing the operations and production to fulfilling the satisfaction level of customers and
developing the operational ability of business to attain growth and development.
Renewable materials and raw materials: This is the most recommended strategy which
needs to be implementing by Marks and Spencer to developing the operational ability also
enhancing the attraction of the customers. However, as a large and most considered fashion retail
business, Marks and Spencer should use renewable material and the raw material to producing
the most effective products and facilities for the customers and this will aid value for the
business in reducing the wastage and also minimising the CO2 emission that will help in
protecting the environment and helps the business to grow within market.
On the other hand, Patala and et. al., (2016), replacing tradition making with digital
marketing is important marketing strategy that helps in M&S in promoting the products in a
sustainable manner. This strategy will help them in saving their cost as well as time as well as
attract larger base of customers within less time. Along with this, implementation of CSR is the
widely applied approach, therefore, large as well as well small businesses are using CSR
approaches to promoting the operations of the business. In the modern and competitive business
era, Marks and Spencer needs to execute effective CSR activities like reducing wastage of
plastic, tree plantation, food to baggers and so on, that are effective in increasing the brand name
and helps the business to grow within market.
12

RESEARCH METHODOLOGY
Research methodology is defined as the specific tool and procedure which is implemented to
identify, select, process and analyse data in relation to a specified topic. In the investigation
paper, the methodology section basically allows the reader to critically evaluate a study’s entire
validity and reliability. This section of investigation is effective in providing suitable assistance
to aid the study in right manner (Dangelico and Vocalelli, 2017). For the suitable execution of
research methodology in the study of determine the impact of sustainable marketing for the
promotion of products, research onion has been implementing by the researcher as it is effective
in providing systematic evaluation to aid the study in right manner to generate significant result.
Research onion contains assorted tools and techniques that are associated as under:
Research Philosophy: This is the process of followed by researcher by gathering and
evaluating specific information from two main types of philosophies i.e. positivism and
interpretivisim. Both philosophies are useful in data collection and evaluation. In accordance to
the current topic, positivism philosophy is used by researcher as it facilitates them in gathering as
well as analysing of quantitative data. On the other hand, interpretivisim is another philosophy
that is not useful within a dissertation because it takes maximum time and cost. Therefore, within
a dissertation positivism philosophy is beneficial because it not consumes maximum time and
cost.
Research Approach: This is important in evaluating gathered information through effective
research approach. There are two approaches of the research i.e. inductive and deductive. These
are main approaches but for carrying out current dissertation, deductive is a chosen research
approach as it assists in evaluating quantitative information in minimum time. Inductive is
another approach of the research that is not suitable in present investigation because it not
facilitates in quantitative data analysis. Therefore, as compared to the inductive approach,
deductive approach is more beneficial and useful because it helps in evaluating of quantitative
data from analytical tool i.e. frequency distribution analysis (Liobikienė and Bernatonienė,
2017).
Research Strategy: This is the approach that use in collecting of information about the topic.
There are various types of research strategies i.e. survey, case study, action research and many
others. All these are main strategies but for collecting quantitative and primary data, survey is a
13

selected research strategy. Main reason behind the selection of survey strategy is it provides in-
depth and accurate information regarding the topic.
Research Choice: There are three main choices of the research i.e. mono method, mixed method
and multi-mixed method. All these are main choices but in accordance to the existing topic,
mono method is used by researcher because it helps in gathering of single type of information or
data either qualitative or quantitative data. Mixed method and multi-mixed method are similar
and helps in gathering of both type of data i.e. qualitative and quantitative. Therefore, all these
are main choices but for conducting present study, mono choice is a chosen by researcher
(Charter and Tischner, 2017). Quantitative is a chosen method under mono choice because it
helps in collecting of numerical and valid information in minimum time period. On the other
side, qualitative method under mono choice is not beneficial because it requires maximum time
and cost.
Data Collection Tools: This is an important aspect of research onion, which aids the study in
right manner via accumulation of significant information in right manner. This section of
investigation is relay over two aspects i.e. primary and secondary source of data collection.
Therefore, primary investigation is mainly executed via the support of survey, questionnaire,
interview, focus group, case study analysis and so on, thus primary study is effective in gathering
specific data which are only connected to the specified subject and never being accumulated
before. Secondary tools include applying the already available information, here information
accumulation is based over secondary sources like books, journals, articles and so on. In the case
of this present investigation work, based on the aspect of determining the impact of sustainable
marketing for the promotion of products both primary and secondary sources of data collection
are applied by the researcher as the two sources are effective in executing the study in right
manner. However, primary study is executing with the support of conducting survey with the
help of executing questionnaire which cover the aim and objectives of the research. On the other
hand, secondary investigation is effective in conducting literature review to support theoretical
framework in effective manner (Aceleanu, 2016). The 50 research participants who are the
employees working at Marks and Spencer will be contacted through email to ensure that there is
an active participation.
Data Sampling tools: Data sampling mostly recreates from the first populace, accordingly, this
is the vital determination of the analyst to pick the appropriate individuals to execute the
14

investigation in right way. The determination of inspecting is chiefly incorporating more than
two perspectives for example probabilistic and non-probabilistic data sampling tools. On account
of this current examination work, in view of the part of determining the impact of sustainable
marketing for the promotion of products, sample has been picked to applying random sampling
method from the probabilistic methodology as it is the best reasonable device under which
specialist chooses members randomly as indicated by the models they have set. The sample size
for this examination is 50 employees of Marks & Spencer, as business personals are more liable
in providing specific information in relation to the aspects of the business. It was guaranteed that
the respondents came from various socio-social foundations (Hanaysha, 2017). The 50
employees are hire on hypothetical basis.
Time Horizon: Time is important and necessary within a dissertation because it assist in
completion each activity within given time period. There are two main approaches of time-
horizon i.e. cross-sectional and longitudinal. Both approaches of time horizon are essential but
within a present dissertation, cross-sectional is a chosen approach. Main reason behind the
selection of cross-sectional approach is it based on real situation in assist in completing full
dissertation within less time. On the other side, longitudinal approach of time horizon is not
essential because it requires long time.
Ethical consideration: Ethics are necessary within a dissertation because it assist in
completing each activity in ethical manner. There are various principles of research ethics i.e.
minimising the risk of harm, informed consent, protecting confidentiality of the research
participants and many others. These are main principles that are useful in conducting full
dissertation successfully and ethically. Therefore, inform consent is the primary consideration
which is effective be considered by the researcher, thus, for avoiding the issue of inform consent
the researcher needs to provide consent form to the participants for receiving their consent to
taking participation in the research and also mention the information, that respondents are having
authority to taking their consent back from the work anytime. In addition to this, the investigator
needs to ensure the participants about managing the safety and security of their private
information as the individual are very much concern about the safety and security of their private
data and researcher needs to implement password protected software to manage the safety of data
and also ensuring to manage confidentiality of their data (Mathew and Sreejesh, 2017).
Furthermore, researcher and ensure the participants to not asking any questions that hurts the
15

emotion and sentiment of individual. Researcher also needs to manage the authenticity of the
sources via gathering information from the suitable sources like books, journals, articles, online
sites that are widely connected over the specified subject. These all aspects are needs to be
considered by the researcher to effective completion of the study.
16

FINDINGS AND ANALYSIS
Findings are important in presenting gathered information through pie charts and tables.
Data analysis is the process of analysing gathered data via research analytical tool. According to
the existing topic or research, frequency distribution analysis is used because it helps in
evaluation of quantitative data within less time (Peattie, 2016). Therefore, frequency distribution
analysis is shown as below;
Frequency Table:
Q1) Do you have any idea about sustainable marketing? Frequency
a) Yes 35
b) No 15
Q2) According to you, sustainable marketing help in promoting
organization image at market place?
Frequency
a) Yes 40
b) No 10
Q3) What are the different principles of sustainable marketing
implemented by Marks and Spencer to promoting their products and
services?
Frequency
a) Consumer oriented marketing 20
b) Customer value marketing 10
c) Innovative marketing 10
d) Societal marketing 10
Q4) As per your point of view, what are the different sustainable
marketing tools used by Marks and Spencer to sustain in market
place?
Frequency
a) Facebook 20
b) Twitter 10
c) Instagram 20
Q5) What are the different benefits Marks and Spencer acquired from
sustainable marketing strategies?
Frequency
a) Attract employee and investors 15
17

b) Increase productivity 10
c) Differentiates brand image 15
d) Increase customer’s retention 10
Q6) According to you, in which manner sustainable marketing put
their impact for the promoting product of Marks and Spencer?
Frequency
a) Positive 30
b) Negative 15
c) Neutral 5
Q7) What is the impact of sustainable marketing over the Marks and
Spencer performance at market place?
Frequency
a) Increase customer base 20
b) Creating value for customers 20
c) Maintain positive relation with stakeholders 10
Q8) As per your view point, what are the challenges Marks and
Spencer faced in its sustainable marketing?
Frequency
a) Lack of awareness 10
b) Required updated technology 10
c) Huge investment in R&D 10
d) Increase organizational turnover 10
c) Increase wastage of raw material 10
Q9) What are the ways that can help Marks and Spencer to mitigating
the challenges related to sustainable marketing?
Frequency
a) Promote awareness 10
b) Use latest or updated technology 10
c) Optimum utilisation of resources 10
d) Implementation of recycle approaches 10
e) Executing CSR 10
Q10) As per your view points, which stakeholders of the Marks and
Spencer are benefited with the implementation of sustainable
marketing?
Frequency
a) Customers 30
18

b) Suppliers 10
c) Shareholders 10
Theme 1: Idea about sustainable marketing.
Q1) Do you have any idea about sustainable marketing? Frequency
a) Yes 35
b) No 15
Interpretation: Sustainable marketing is referring to the effective activity that
implement by business organization as it focuses on building positive relation with their
customers by providing them quality services. If company put their efforts for developing
sustainable marketing, then they easily capture larger market share and also established its
positive brand image. In this context, 35 out of 50 people have proper idea about sustainable
marketing and its impact over the organizational performance. Sustainable marketing is always
contributing in satisfying consumer needs by optimum utilization of natural resources. On the
other side, remaining 15 participants does not aware about the concept of sustainable marketing
and how it helps in promoting company products at market place.
Theme 2: Sustainable marketing help in promoting organization image at market place
19

Q2) According to you, sustainable marketing help in promoting
organization image at market place?
Frequency
a) Yes 40
b) No 10
Interpretation: As per above mentioned graphical representation it has been analysed
that sustainable marketing plays a crucial role in business organization as it provides
opportunities in promoting its products at market place and at the same time also influence
customers to buy the same. With the assistance of sustainable marketing, company improve their
brand image at market place. In relation to this, 40 out of 50 participants agreed that
sustainability marketing is appropriate for company in promoting their image at market place
that directly contributes in inviting more and more customers towards its services. Furthermore,
rest of 10 respondents share their viewpoints that they are not favour with this statement because
they think that sustainable market focus on using natural resources as compare to product
promotion at market place.
Theme 3: Different principles of sustainable marketing implemented by Marks and
Spencer to promoting their products and services
Q3) What are the different principles of sustainable marketing
implemented by Marks and Spencer to promoting their products and
Frequency
20

services?
a) Consumer oriented marketing 20
b) Customer value marketing 10
c) Innovative marketing 10
d) Societal marketing 10
Interpretation: It is crucial for business organization to implement sustainable
marketing within their business activities as it provide path to improve the sales of company. It
includes various principles that support company in promoting their products and services in
market place. As 20 out of 50 participants think that consumer oriented marketing is one of the
important principle in which company view its marketing strategy from customer’s point of view
in order to understand their actual needs. Along with this, 10 people said that customer value
marketing is effective principle that focus on putting most efforts and resources to offer value
products to its customers. In addition to this, 10 respondents share their view point that company
needs to implement new and innovative ways to develop products and services in market place.
On the other side, 10 answering think that societal marketing is focus on customers wants and
society’s long term interests that help company in enhancing their positive performance at wider
market place.
21

Theme 4: Different sustainable marketing tools used by Marks and Spencer to sustain in
market place
Q4) As per your point of view, what are the different sustainable
marketing tools used by Marks and Spencer to sustain in market
place?
Frequency
a) Facebook 20
b) Twitter 10
c) Instagram 20
Interpretation: Sustain in market for longer period of time is crucial for every business
organization as it provide a path in which company keep their loyal customers. For this company
use various tools to promote sustainability marketing that contributes in attaining competitive
success at market place. As, 20 out of 50 participants think that Facebook is one of the important
tool on which company promote their products line and also provide knowledge about
sustainable marketing. Along with this, 10 people give their views that Twitter is also considered
as an effective tool through which organization can provide information about natural and
society products by using optimum resources. On the other side, remaining 20 respondents share
their opinion that Instagram is also an appropriate through which company promote their
22

products in order to sustain at market for long duration. With the assistance of this company can
increase their profitability level and retain loyal customers.
Theme 5: Different benefits Marks and Spencer acquired from sustainable marketing
strategies
Q5) What are the different benefits Marks and Spencer acquired from
sustainable marketing strategies?
Frequency
a) Attract employee and investors 15
b) Increase productivity 10
c) Differentiates brand image 15
d) Increase customer’s retention 10
Interpretation: As per the analysis of the study it has been interpreted that, sustainable
marketing play a crucial role in business organization as it provides various benefits to company
that directly contributes in developing competitive presence at market place. In this context, 15
out of 50 people think that implementing sustainable marketing strategies help in attracting
skilled and talented employees and investors that help in increasing its overall sales at market
place. Therefore, sustainable marketing strategies like product recycling strategy, CSR,
minimizing wastage, environmental protection application and so on, that is effective in
attracting the operations of the business and increasing the talent pool. Along with this, 10
23

participants share their views that with the assistance of sustainable marketing strategies
company can increase their productivity level. Thus, they think that, sustainable marketing
strategies are effective for the business in developing the overall functional ability with the
increasing market value of the business. In this company easily sale their products and services
as per client needs and wants. Another 15 participants are in concern with Differentiates brand
image. Therefore, this is the another key significance of implementing sustainable marketing
strategy within the operations of the business as the effective strategies are imperative in creating
market value of the business and attracting more buyers towards the operations of the business.
in addition to this, remaining participants are in concern with the aspect of Increase customer’s
retention, as per their view, this is the major benefit attained by the business via implementing
suitable marketing strategy as customers are the heart of the business and increasing range of
customers will create value for the business in increasing the operational ability of the business.
However, business is more liable in rending productive outcome which helps in satisfying the
need of buyers. .
24

Theme 6: Sustainable marketing put their impact for the promoting product of Marks and
Spencer
Q6) According to you, in which manner sustainable marketing put
their impact for the promoting product of Marks and Spencer?
Frequency
a) Positive 30
b) Negative 15
c) Neutral 5
Interpretation: From the detailed evaluation of the study, it has been determined that
sustainability within marketing practices has direct impact on the promotion of products.
Therefore, in this present study analysis has been executing among 50 participants and out of
that, 30 respondents said sustainability has positive impact on product promotion of M&S
because it improves brand image and competitive advantages. However, sustainable marketing
strategy is the key concern of the business and organisational are widely concern over
implementing sustainable marketing strategy for the purpose of promoting the products and
facilities of the business. 15 respondents said sustainability has negative impact because there is
a high upfront cost and this enhances the overall turnover of the business and create negative
impact over the operations of the business. Remaining 5 participants said sustainability has both
positive as well as negative impact on the product promotions of Marks & Spencer. As per their
view sustainable marketing create benefits and challenges both for the business and for this they
25

are prefer to be quite over this discussion to evaluating the impact of sustaibale arketing over
increasing promotion of M&S.
26

Theme 7: Impact of sustainable marketing over the Marks and Spencer performance at
market place
Q7) What is the impact of sustainable marketing over the Marks and
Spencer performance at market place?
Frequency
a) Increase customer base 20
b) Creating value for customers 20
c) Maintain positive relation with stakeholders 10
Interpretation: From the above stated graph, it has been determined that sustainability
marketing has direct impacts on the business performance of M&S within marketplace. In this
study evaluation has been executing among 50 participants and out of that, 20 respondents have
an opinion that sustainable marketing increase number of customers because there is a less
product damage. As sustainable marketing strategies are creating value for the business in
developing the professional ability via implementing the effective production process and straty
at workplace. Other 20 said it helps in developing strong value for customers that resulted in
improved business performance, therefore, sustainable practices are mainly relay over protecting
the environment and developing products that are environmental friendly and helps in fulfilling
the need of customers. Remaining 10 respondents have an idea that sustainable marketing
27

facilitates in maintaining of positive relations with their stakeholders because there is
requirement of minimum amount of cost and effective quality.
28

Theme 8: Challenges Marks and Spencer faced in its sustainable marketing
Q8) As per your view point, what are the challenges Marks and
Spencer faced in its sustainable marketing?
Frequency
a) Lack of awareness 10
b) Required updated technology 10
c) Huge investment in R&D 10
d) Increase organizational turnover 10
c) Increase wastage of raw material 10
Interpretation: It is interpreted from the above mentioned information that there are
several challenges faced by M&S in its sustainable marketing. For this, respondents have equal
ratio, which are lack of awareness, huge investment in research and development, increase
wastage of raw materials, increased organisational turnover and required updated technology. All
these are major challenges and have negative impact on the business performance of M&S.
Therefore, these are termed to be the key challenges which are widely being faces by the
business in its sustainable marketing practices, thus, these has direct impact over the professional
ability of the business and affecting the functioning of the business. Lack of awareness about the
aspect has direct impact over the professional ability of the business as the originations needs to
adhering some significant idea and knowledge to their employees to managing sustainable
29

business practices. Increasing turnover and heavy investment in research and development will
also affect the revenue generation of the business and decreasing the sales and market value of
the business. In addition to this, increasing wastage of raw material is also an important concern
as the increasing waste of ear material has affected the sales and profitability of the business.
There are different challenges that the respective company, Marks and spencer will face
because of the sustainable marketing. But it is important for the company to implement various
measures so that the challenges can be overcome.
Theme 9: Ways that can help Marks and Spencer to mitigating the challenges related to
sustainable marketing
Q9) What are the ways that can help Marks and Spencer to mitigating
the challenges related to sustainable marketing?
Frequency
a) Promote awareness 10
b) Use latest or updated technology 10
c) Optimum utilisation of resources 10
d) Implementation of recycle approaches 10
e) Executing CSR 10
Interpretation: There are numerous ways that are effective in overcoming above
mentioned all challenges in effective and systematic manner. for this, respondents also have
30

equal ratio about the options, which are promoting awareness, optimum utilisation of resources,
executing CSR, using updated technology and implementation of recycle approaches. All these
are effective and valuable approaches for M&S in reducing the challenges that they faced in its
sustainable marketing. By reducing all these challenges, M&S can easily fulfil their corporate
social responsibility and accomplish competitive advantages. However, these are termed to be
the most effective ways, over that concentration of business is required to developing the
professional ability of the business. From the evaluation of the study, it has been analysed that,
promoting awareness is the essential key for the business to render significant information about
the sustainable marketing strategies which are creating value for the business in developing the
operational ability of the business. In addition to this, the implementation of latest an updated
technology will also create value for the business in enhancing the operational ability of the
business via developing the production. Optimum utilisation of resource is another effective
strategy which aid value for the business in developing the operations. Execution of CSR and the
recycling approaches will aid value for Marks and Spencer in wastage of raw material and
increasing the operational ability of the business.
Theme 10: Stakeholders of the Marks and Spencer are benefited with the implementation
of sustainable marketing
Q10) As per your view points, which stakeholders of the Marks and
Spencer are benefited with the implementation of sustainable
marketing?
Frequency
a) Customers 30
b) Suppliers 10
c) Shareholders 10
31

Interpretation: There are different stakeholders of M&S that benefited from the
implementation of sustainable marketing. 30 respondents said customers are main stakeholders
because sustainable marketing facilitated them in buying of effective and quality products in less
amount of capital. 10 participants said suppliers are main stakeholders because sustainable
marketing helps them in improving continuity of supply, protecting against reputational damage.
Remaining 10 participants said shareholders are main stakeholders because this helped them to
feel happy. Therefore, above mentioned all these are stakeholders benefited from the
implementation of sustainable marketing. It can be said that customers are the stakeholders who
will be benefited the most by implementing sustainable marketing strategies.
Discussion
Organisations use sustainable marketing for its particular product and time sensitive cause
that promote company image at competitive market place. the sustainable marketing strategy
mainly involves, CSR activities, Green marketing, implementation of recycling techniques,
minimising wastage, using environmental friendly products and so on, that are effective for the
business to increasing the operations of the business. By using sustainable market as a marketing
strategy, company can create their strong brand that automatically improves customer loyalty
towards company and its products line (Biswas and Roy, 2015).
Sustainable marketing stated that, this aspect of marketing aims to promote a business’s
sustainable and environmentally friendly items and services. Sustainable marketing has created
direct positive impact over promoting the products and services, therefore, businesses in the
32

modern era are concern over promoting the operations and services for the intention to increasing
the brand reputation of the business (Font and McCabe, 2017).
After ten years of implementing the first sustainability program plan The British retailer Marks
and Spencer develops over the business previous development while addressing a
communication gap which exists among the brand and the buyers. As a market giant, Marks and
Spencer is widely concern over promoting their brand for the intention to increasing the
operational ability within the sustainable market, thus, there are assorted ways, that can be opt by
Marks and Spencer to promoting the products in a sustainable manner.
33

CONCLUSION AND RECOMMENDATION
Conclusion
As per the detailed analysis implementing over the aspect of evaluating the impact of
sustainable marketing for the promotion of products and services, it has been concluded that,
sustainable marketing is a critical aspect which is effectively being considered by the businesses
to promoting the operational ability of the business to attaining higher growth and success.
Sustainable marketing is characterized as the advancement of social and earth capable things,
practices, items and brand esteems. Associations spend minimal more than expected on the
grounds that there are numerous things that could be sourced locally and 100% recyclable, then,
at that point they experience feasible advertising. Organizations could utilize practical promoting
for a specific item, as USP or as time delicate reason. With the help of reasonable promoting,
associations are making changes in the blessing of securing climate. There are numerous
contentions on the issue of maintainability, particularly with regards to advertising and business
supportability is large thing. In the new years, maintainability has incredible importance in each
sort of association be it in any of the settings like social, monetary and natural turn of events.
Supportability is characterized as information to exist continually. As per the analysis of the
study, it has also been concluded that, there are assorted significance of sustainable marketing
that are widely attained by the businesses like Improve brand image, Increase productivity and
reduce costs, Minimize Carbon Risk and Improve Energy Efficiency, Brand loyalty and
awareness, Attract new customers, Employee retention and recruitment and so on that are widely
attained by the business. However, these are the major concern for that, businesses are widely
concern over implementing sustainable marketing at workplace to developing the operational
and professional efficiency of the business. As per the analysis of primary study, it has been
evaluated that, sustainable marketing is the most suitable tool which is effectively being
implementing by the businesses to promoting of products and services of the business and
attaining higher competitive edge. From the evaluation of the study, it has been concluded that.
the idea of sustainable marketing holds incredible significance that an organization should meet
the necessities and necessities of their present clients without making compromise in the capacity
of people in the future for satisfying their own prerequisites and requirements. In less complex
words maintainable showcasing is the sort of promoting that spotlights on utilizing
34

administrations and items that regard the social and secure the climate angles around. It is
worried about working on personal satisfaction by advancing administrations, thoughts and items
that don't hurt the valuable climate. With the ascent of natural issues, society has gotten more
cognizant in managing issues and issues. At the point when associations or undertakings take
investment in drives like securing the climate, they engage their clients to do likewise.
Associations get extraordinary brand deceivability and more customers who remain with the
message of securing the climate. With the idea of maintainable advertising associations advance
the since a long time ago run execution about the arrangement of showcasing
Recommendation
As per the in-depth analysis executing over the aspect of determine the impact of sustainable
marketing for the promotion of products, it has been analysed that, sustainable marketing is an
effective aspect, which is widely implementing by the businesses to reducing the social and
environmental challenges and promoting the operations and products of the business effectively.
From the evaluation of the project based on Marks and Spencer, it has been suggested to the
business to be concern over implementing sustainable marketing strategy to promoting the
operational ability of the business and attain higher competitive edge as businesses are widely
focus over implementing the approach to attracting the attention of customers at wider level. as
per the analysis of the study it has been analysed that, Marks and Spencer is facing assorted
challenges related to sustainable marketing like lack of awareness, increasing turnover, excessive
wastage, impact of environment, technological aspects and so on, that are affecting the
promotion activity of the business. Therefore, for resolving the barriers of sustainable marketing,
it has been suggested to the business to increasing awareness about the sustainable marketing
approaches and be concern over implementing them in their business operations as this would
create benefit for the business in increasing the operational ability of the business via gaining
attention of customers at wider level. This is because it will also allow the companies to attract a
greater number of customers and conducting the business operations in an effective manner.
From the evaluation of the study, it has been found that, business is facing the issue of
increasing turnover due to wastage of material, and for resolving the issue, it has also been
recommended to Marks and Spencer to using recycling bin and the methods to recycle the waste
material and converting them into useful goods and services, as this would be effective for the
business in reducing the wastage and also using the material in developing finish goods which
35

helps the business to increasing the operations and attaining higher growth and development. In
addition to this, technology is also a challenge for the business and for resolving the issue of
technology; it has been suggested to Marks and Spencer to implementing advance and high tech
technologies in their operations to increasing the operational ability of the business and also
developing the satisfaction of the customers with fulfilling their desired needs and wants. As per
the evaluation of the study, it has also been suggested to the business to hire people with suitable
experience in sustainable marketing approaches and are more liable in operating the advance
technologies to increasing the professional efficiency and deliver the most suitable products to
the customers and promoting the brand effectively. As per the evaluation of the study, it has also
been suggested to Marks and Spencer to effectively conduct research and development activities
to analysing the loop holes in the market and implementing the suitable approaches to increasing
the operational ability of the business and promoting the operations at wider scale.
36

REFERENCES
Books and Journals
Lam, J. S. L. and Li, K. X., 2019. Green port marketing for sustainable growth and
development. Transport Policy. 84. pp.73-81.
Lee, J., Kim, C. and Lee, K. C., 2021. Investigating the Negative Effects of Emojis in Facebook
Sponsored Ads for Establishing Sustainable Marketing in Social
Media. Sustainability. 13(9). p.4864.
Low, S. and et. al., 2020. Smart digital marketing capabilities for sustainable property
development: A case of Malaysia. Sustainability. 12(13). p.5402.
Quoquab, F., Mohamed Sadom, N. Z. and Mohammad, J., 2020. Sustainable Marketing. The
Palgrave Handbook of Corporate Social Responsibility. pp.1-24.
Sheth, J. N. and Parvatiyar, A., 2021. Sustainable marketing: Market-driving, not market-
driven. Journal of macromarketing. 41(1). pp.150-165.
Gordon, R., Carrigan, M. and Hastings, G., 2011. A framework for sustainable
marketing. Marketing theory, 11(2), pp.143-163.
Melnyk, V. And et. al., 2013. Regulatory fit effects for injunctive versus descriptive social
norms: Evidence from the promotion of sustainable products. Marketing Letters, 24(2),
pp.191-203.
Donohoe, H.M., 2012. Sustainable heritage tourism marketing and Canada's Rideau Canal world
heritage site. Journal of Sustainable Tourism, 20(1), pp.121-142.
Peattie, K., 2016. Rethinking marketing. In Longer Lasting Products (pp. 269-298). Routledge.
Biswas, A. and Roy, M., 2015. Green products: an exploratory study on the consumer behaviour
in emerging economies of the East. Journal of Cleaner Production, 87, pp.463-468.
Hasan, Z. and Ali, N.A., 2015. The impact of green marketing strategy on the firm's performance
in Malaysia. Procedia-Social and Behavioral Sciences, 172, pp.463-470.
Kotler, P., 2012. Rethinking marketing: Sustainable marketing enterprise in Asia. FT Press.
Osman, A., Othman, Y.H., Salahudin, S.N. and Abdullah, M.S., 2016. The awareness and
implementation of green concepts in marketing mix: A case of Malaysia. Procedia
Economics and Finance, 35, pp.428-433.
Font, X. and McCabe, S., 2017. Sustainability and marketing in tourism: Its contexts, paradoxes,
approaches, challenges and potential. Journal of Sustainable Tourism, 25(7), pp.869-
883.
Cameron, A.J. and et. al., 2016. A systematic review of the effectiveness of supermarket-based
interventions involving product, promotion, or place on the healthiness of consumer
purchases. Current Nutrition Reports, 5(3), pp.129-138.
Peattie, K., 2012. Sustainable marketing: Marketing re-thought, re-mixed and re-tooled.
In Critical Marketing (pp. 209-226). Routledge.
Zeriti, A., Robson, M.J., Spyropoulou, S. and Leonidou, C.N., 2014. Sustainable export
marketing strategy fit and performance. Journal of International Marketing, 22(4),
pp.44-66.
Kotler, P., 2011. Reinventing marketing to manage the environmental imperative. Journal of
marketing, 75(4), pp.132-135.
Kemper, J.A. and Ballantine, P.W., 2019. What do we mean by sustainability
marketing?. Journal of Marketing Management, 35(3-4), pp.277-309.
37

Pozdnyakova, U.A. and et. al., 2017. Strategic management of clustering policy during provision
of sustainable development. In Integration and Clustering for Sustainable Economic
Growth (pp. 413-421). Springer, Cham.
Patala, S. and et. al., 2016. Sustainable value propositions: Framework and implications for
technology suppliers. Industrial Marketing Management, 59, pp.144-156.
Dangelico, R.M. and Vocalelli, D., 2017. “Green Marketing”: an analysis of definitions, strategy
steps, and tools through a systematic review of the literature. Journal of Cleaner
production, 165, pp.1263-1279.
Liobikienė, G. and Bernatonienė, J., 2017. Why determinants of green purchase cannot be
treated equally? The case of green cosmetics: Literature review. Journal of Cleaner
Production, 162, pp.109-120.
Charter, M. and Tischner, U. eds., 2017. Sustainable solutions: developing products and services
for the future. Routledge.
Aceleanu, M.I., 2016. Sustainability and competitiveness of Romanian farms through organic
agriculture. Sustainability, 8(3), p.245.
Hanaysha, J.R., 2017. Impact of social media marketing, price promotion, and corporate social
responsibility on customer satisfaction. Jindal Journal of Business Research, 6(2),
pp.132-145.
Mathew, P.V. and Sreejesh, S., 2017. Impact of responsible tourism on destination sustainability
and quality of life of community in tourism destinations. Journal of Hospitality and
Tourism Management, 31, pp.83-89.
Sheth, J.N. and Parvatiyar, A., 2021. Sustainable marketing: Market-driving, not market-
driven. Journal of macromarketing, 41(1), pp.150-165.
Online
6 Benefits of Becoming a Sustainable Business, 2019. [Online]. Available Through: <
https://www.environmentalleader.com/2016/03/6-benefits-of-becoming-a-sustainable-
business/>
38

APPENDIX
Questionnaire
Q1) Do you have any idea about sustainable marketing?
a) Yes
b) No
Q2) According to you, sustainable marketing help in promoting organization image at
market place?
a) Yes
b) No
Q3) What are the different principles of sustainable marketing implemented by Marks and
Spencer to promoting their products and services?
a) Consumer oriented marketing
b) Customer value marketing
c) Innovative marketing
d) Societal marketing
Q4) As per your point of view, what are the different sustainable marketing tools used by
Marks and Spencer to sustain in market place?
a) Facebook
b) Twitter
c) Instagram
Q5) What are the different benefits Marks and Spencer acquired from sustainable
marketing strategies?
a) Attract employee and investors
b) Increase productivity
c) Differentiates brand image
d) Increase customer’s retention
Q6) According to you, in which manner sustainable marketing put their impact for the
promoting product of Marks and Spencer?
a) Positive
b) Negative
39

c) Neutral
Q7) What is the impact of sustainable marketing over the Marks and Spencer performance
at market place?
a) Increase customer base
b) Creating value for customers
c) Maintain positive relation with stakeholders
Q8) As per your view point, what are the challenges Marks and Spencer faced in its
sustainable marketing?
a) Lack of awareness
b) Required updated technology
c) Huge investment in R&D
d) Increase organizational turnover
e) Increase wastage of raw material
Q9) What are the ways that can help Marks and Spencer to mitigating the challenges
related to sustainable marketing?
a) Promote awareness
b) Use latest or updated technology
c) Optimum utilisation of resources
d) Implementation of recycle approaches
e) Executing CSR
Q10) As per your view points, which stakeholders of the Marks and Spencer are benefited
with the implementation of sustainable marketing?
a) Customers
b) Suppliers
c) Shareholders
Q11) Suggest the alternative sustainable marketing strategy Marks and Spencer implement
to promote their products in market place.
40